[Lingnan Wenmai] The "pit" of the trend movement is the street "pretty"

Text/Yangcheng Evening News all -media reporter Liu Xingtong intern Liu Tianqu

Photo/Interviewee provided

Flying, Lu Chong, cycling, paddle board, fishing, waist flag football ... Since this year, emerging niche outdoor sports labels have frequently seen the newspaper. Most of them were even unpopular before, but they swept major social platforms almost overnight. They were not allowed to "camping" and become a hot emerging trend experience. Essence

"Did you play Lu Chong/Flying Plate today?" Maybe it won't be long. Such ridicule will become a daily greeting of young people to meet on weekends. Industry giants issued a report that important changes in national tourism methods have occurred since 2021: the pace of travel has gradually become outdoor, sports tourism has become an indispensable option for people's daily leisure and vacation, and quickly entered the new mainstream of Guangdong Cultural Tourism Consumption.

Flying disk is a rare outdoor event for men and women in the same field

【The Status of the Pulse】

Flying disk popular:

New "social passwords" of young people supporting groups

"Flying on the air in the air represents a kind of sustenance that young people are not afraid of restraint, yearn for freedom, and chase their dreams." As a campaign with strong tolerance, easy -to -hand, and diverse methods and unrestrained venue restrictions, the flying plate is on the plate in the air. In the past two years, it has been popular, and the number one "sports star" from the lack of people asking for the lack of people's inquiries.

Sports travel theme report "Go to exercise, travel! "It is pointed out that a combination of sports is gradually becoming a favorite choice for young people. In the context of the epidemic, young people are looking forward to the weekend that sports and leisure methods such as flying, curling, and indoor surfing have fully entered the public vision. In the recently released "2022 Young People New Tide Movement Report", the flying disk surpassed the sports and cycling campaigns, becoming the favorite trendy movement of young people.

It is reported that the number of flying tray clubs in Guangdong Province has reached dozens of. In July of this year, at the Lingnan Open held in Guangzhou, 16 competition teams and 8 community teams from Beishangguangshen and Chongqing, Xiamen, Xiamen and other places actively participated. During the selection process, more than 50 community teams competed for 8 participating places. "This is unimaginable before the epidemic." Yaohui, a national second -level social sports instructor, KLOOK flying tray coach, said with a smile.

"Just need a flying disk, and two people can feel happiness in the transmission. A few more people and expand the venue can play a small game, enjoy the relaxation of the body and mind in running and jumping." Yaohui, who has been engaged in flying tray for five years, has been a "post -95s".

In Lu Chong, the old hand with novice slipping is very common

According to Yaohui, the flying tray contains different types of extreme flying disks, flying disk golf, flying tray dogs, and dodge. At present, the most popular is the extreme flying tray. Due to the emphasis on the equality of men and women and competition in the same field, most of the domestic competitions are mainly mixed groups. The inclusiveness has made them highly respected by young people, and the audience is more extensive. The proportion of women is higher in the newcomer of the flying tray.

In Yaohui's opinion, the reason why the ups and downs of the trendy movement has all over the country on the one hand, which reflects the strong needs of young people for sports and fitness at the moment. The problem of solidification, setting up a platform to show itself and knowing new friends, has become a new "social password" for young people to make friends.

"Go to exercise, travel! "The report shows that the preferred playmates of young people's outdoor activities are people with the same interested circle." Interests and socializations "have become the primary factor affecting their outdoor consumption decisions at a ratio of 58.2%. As the representative of "Gen Z", Yaohui admits that what kind of sports or communities choose contemporary young people are the atmosphere most importantly. This sport is more 'on top'. "

It is reported that Yaohui has served as the captain of the Extreme Flying Delle Team of Central South University and the captain of the 1970 Club Flying Drive Team. Not only did he win countless awards in major domestic competitions, he also assisted in the university campus flying disk class to train more than 2,000 students in the school. Among their teaching objects, there are adults, company group building teams, and many primary and secondary school students. Yaohui predicts that competitions between various communities in the future will increase significantly: "The State General Administration of Sports has recently issued a notice to host the National Flying League. Players are excited. "

Lu Chongxing:

Interesting and cool help you find friends in the same frequency

From a small outdoor game exclusive to some people, to the leisure experience that everyone is willing to participate. At present, outdoor sports no longer mean a long journey and breakthrough the limit. You only need to enjoy the happy "dopamine".

"Slow down the young people who have traveled far away, and began to tap the fresh gameplay around them." As stated in the "Outdoor Leisure Wind Report", now the outdoor experience is becoming more and more "approachable" and began to integrate into each holiday, every holiday, every holiday, every holiday, every holiday, every holiday, every holiday, every holiday, every Weekend, even every day. Land surfing is a typical one of them -as a branch of the skateboard, the handsome "wave flying" extends from the luxurious seaside scene to the communities and squares around you, and the high exposure rate makes it "out of the circle" quickly.

"When I first started playing Lu Chong in 2018, there were few people in Shenzhen who knew the sport. At that time, there were two or three people in the whole field, and sometimes I could not even be in the field." The enthusiast's little pony (pseudonym) accidentally came into contact with Lu Chong during the accompanying children, and started this fate. According to Xiaoma, there were few playmates around him at first, but now Lu Chong covered almost the whole age. Public comment data shows that since June of this year, the search volume of land surfing has increased 12 times from the beginning of the year, and its evaluation related to Lu Chong has increased by 380%. According to Meituan data, since June, the online order volume of Lu Chong's training courses has increased 19 times compared with the beginning of the year. Xiaoma analyzed that Lu Chong was initially "brought" by the epidemic: "Lu Chong not only had no requirements for the venue, but the cost was very low. It only needed a board and a set of protective gear, which was highly playable."

Pony Brother devoted all over love

Xiaoma recalled that Lu Chong really "fire" was between 2020 and 2021. Under the strong atmosphere of the Beijing Winter Olympics, the land surfing board, as a training tool outside the snow season, was not subject to seasonal constraints, and suddenly entered the public vision.

Xiaoma believes that the biggest charm of the trendy movement is not only interesting compared with the traditional movement, but also cool: "Whether it is to taste the scenery and enjoy the distant scenery, or choose to continue to refine and learn new high -level techniques , Players of different levels can go chic at the wind. "

Xiaoma is currently the main person in the Shenzhen land surfing community. Every weekend, community members will organize activities to conduct activities, teach new skills, and exchange new learning skills to play with each other. Surfing competition. In everyone's opinion, the more important significance of these activities is to connect people with the same attitude of life.

To the proud of Xiaoma, the city he lives, Shenzhen, is the birthplace and base of South China Lu Chong. Not only because of the earliest start to start, there was the first special Lu Chong venue in 2016, but also because of his earliest batch of Lu Chong enthusiasts returned to their respective hometown, the movement carried forward the local area. Like one of Changsha friends, there are few people who have started to start. "Now he has opened a club in Changsha."

Xiao Ma sincerely said that Lu Chong could successfully break through the "out of the circle", which was inseparable from the promotion and efforts of local communities and tourism institutions.

Institutional expansion:

Tourism experience "2.0 era" is exciting

"As the industry, we have witnessed the arrival of the 2.0 era of tourism experience and inspiring it." Gao Ming, the marketing director of KLOOK China, told reporters that in the early days of the epidemic, there were no high -level experience activities in China to choose from. In the past, in the past, in the past Most of the outdoor activities popular abroad have begun to be valued by domestic operators. "The platform has begun to actively contact relevant merchants and popularize new gameplay to young users."

Taking surfing as an example, in 2020, KLOOK and Huizhou and Shenzhen Xiyong's two surfing clubs took the lead in cooperation. On the one hand, with the help of club's solid teaching content output, they popularized surfing culture to young people. ", Lead hundreds of people to participate in the theme of the surfing theme every year, and strengthen the community of surfing interest. It is reported that Shenzhen has brought together a large number of surfing enthusiasts, one of the most popular "waves" in the country, Xiyong. Seven or eight hundred people come here on weekends to "follow the waves", and the number of local surfing clubs will be It also increased year by year.

Gao Ming said that Guangdong has one of the best outdoor resources and outdoor experience categories, especially in large cities such as Guangzhou and Shenzhen. The sports atmosphere is excellent and has good enough field support. The market prospects are optimistic.

In April of this year, KLOOK established unlimited experience agencies to promote various light limit sports with South China. At first less than 10 activities per month, in just a few months to more than 30 per month, the venue was hot. At present, the experience agency has more than 50 special activities to choose from, including flying disks, camping, surfing, skiing, and unmanned island sea fishing.

It is true that despite the emerging outdoor experience, how to develop more fresh gameplay in a limited space, how to attract more outdoor "little white" to actively participate and maintain enthusiasm, the industry is constantly exploring. KLOOK is recently planning to promote the large -scale water activities in Southeast Asia in Southeast Asia, such as "INS Wind" sailing afternoon tea, adding young elements and innovation experience lines. In the sailing one -day tour product, in addition to snorkeling, tourists can also quickly learn the basic skills of sailing driving within 2 hours, and be a "captain" or go to the sea of ​​unmanned islands.

In Gao Ming's view, the consumption preferences of travelers are very different from the epidemic. Skills are rich in life and insights. "She predicts that future travel and activities will be more socialized.

【Wenmai forward -looking】

Water Economy and Binhai Resources

Add wings to the development of the outdoor tourism industry in Guangdong

Wu Ruoshan, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences and the president of the New Era Cultural Tourism Research Institute, pointed out that in recent years, Guangdong has vigorously developed the water economy. Not long ago, the first outdoor sports water demonstration base also settled in Guangzhou. By vigorously developing the "Tourism+Sports+Ecological" model, the water movement in Guangdong Province is booming. Drawing on the advanced experience of Hainan in neighboring provinces, the "sports+tourism" integrated development project is very promising. Wu Ruoshan suggested that, such as focusing on marine theme products, according to the different areas of the activity area, different areas such as sea, sea, beaches, and other areas can be divided into three -dimensional promotion of product development. In addition, he emphasized that in the process of development, it was not at the expense of the ecology.

The reporter learned that in July of this year, the General Office of the State Sports Administration issued the "Working Plan on Sports to help the economy to promote consumption activation" and proposed to increase the supply of outdoor sports events such as rowing, rowing, sailing, marathons, bicycles, etc., and further excavate Consumption potential in outdoor sports and other fields. In the recent national standard "Tourism Resort Area Division", the "8532" structure is also emphasized at the national tourist resort activity level. Among them, "5" is for outdoor activities. No less than 5 outdoor leisure and entertainment activities. It is reported that the new standard will be implemented from February 1, 2023.

It can be seen that when "tourism+sports" has become a new highlight of the engineering and tourism and leisure field of tourism development in the new period, governments at all levels are still working hard to expand new sports space, optimize sports facilities, improve sports services, and make every effort to promote the sustainable and healthy outdoor sports industry. develop.

Relevant statistics show that the size of my country's sports outdoor market in 2025 is expected to be close to 600 billion yuan, and there is still much room for development in the future. Guangdong has rich outdoor mountains and sea resources, compatible social atmosphere, and leading sports and fitness concepts, providing rich soil for trendy outdoor sports.

According to the latest big data of Malaysia, as of last week, the search popularity of "Guangdong Island Surfing" rose 71%, the popularity of "Guangdong Drifting" rose 59%, and the "Guangdong Camping" search popularity rose more than 50%. Among the top ten scenic spots in Guangdong with the highest popularity in the past month, Guangdong Island, Shuangyue Bay, Hailing Island and other Guangdong Island occupied six seats. In the future, in addition to the popularity of urban social activities such as Lu Chong and flying, further innovation and expansion around the water economy and seaside resources, the development of Guangdong's outdoor tourism industry may take out a more stable and unique step.

【Expert Reviews】

The development of the outdoor sports industry is still long -term

Lin Zhanglin (Deputy Director of Shanghai Sports Tourism Research Center, associate professor and doctor of Shanghai Institute of Physical Education)

Lin Zhanglin

After forty years of development in China, tourism has become an important part of people's lives. At present, the tourism industry is developing from traditional sightseeing and tourism to leisure and vacation. The post -80s, post -90s, and younger and more dynamic Z generations have begun to become the main consumer group. The love of many young groups. The holding of the Tokyo Olympic Games and the Beijing Winter Olympics has greatly led to the development of various projects in young groups.

Online and offline social methods, decentralized entertainment methods, and rapid Internet celebrity hotspots, etc., have put forward demand for innovation of tourism and leisure products. Since 2020, the outdoor demand of mass sports has been detailed and upgraded. Compared with the high -end high -end skiing, diving, surfing, rock climbing and other projects, the heat growth rate has been significantly increased, and new growth points such as camping and flying disks have also begun to appear. In general, both ends of supply and demand have greater growth potential.

In terms of demand, female consumers still have much room for growth in the gender of participants. From the perspective of age distribution, people under the age of 35 are the main forces of outdoor consumption, especially the adolescent market representing the future, and there is a lot of room for growth. In addition, promoted by the epidemic factors, the growth rate of "silver -haired people", especially more than 60 years old,, especially more than 60 years old, is also obvious. From the perspective of geographical distribution, consumers in first- and second -tier cities are currently the main consumer groups of the sports outdoor industry. Third and fourth -tier cities, as well as townships and vast rural areas, need to be further developed.

In response to the supply side, as more and more consumers have poured into the emerging outdoor sports market, emerging enterprises have emerged as they have, and accelerate the layout in the segment. For example, in 2020, it is considered to be the first year of the Chinese camping industry. Related data shows that there are 47,000 camping -related enterprises, of which nearly half of them were established within one year. These new forces have injected new vitality into the industry upgrade.

Outdoor movement is interested in, but if you want to better stable and far away, you must incorporate development into a higher perspective, attribute to the industry, and be included in the national macro policy level. The high -level construction and sustainable development of outdoor sports projects must rely on the general participants who know how to play. They also need the joint efforts of government authorities, special sports associations, outdoor sports companies, schools, etc.

In addition, if the emerging outdoor sports projects lack standards, it is difficult to guarantee project operations, service quality, and sports effects. Therefore, it is necessary to formulate product standards, service systems, management standards, etc. for outdoor sports projects, and build a standard system based on the overall standard system of each project and outdoor sports to ensure the speed of the development of outdoor sports industrialization and the level of service quality.

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